What’s the Difference Between Brand Management and Marketing
The line between brand management and marketing seems blurry to many. They both play an integral role in brand and business development, and if you want your business to be successful, you must understand the difference between the two.
In this short post, I’ll explain the difference and give you some introductions on how to effectively use each discipline to take your business to the next level. So what is brand management? What is Marketing? What are the differences between the two, and how can you use both to build a successful and efficient business?
Brand management – more strategy
Brand management is responsible for the strategy of building the brand itself. It defines who you are as a company, what is your mission, values, what makes you unique and special, and for whom you are making all these efforts and it happens in an explanation format.
Brand management is the ongoing work that you do to maintain your brand identity. This ensures that all content, communications, products, events, sub-brands, and stylistic elements work towards your desired audience perception of the brand.
The main advantages of brand management are as follows:
- protects the interests of customers and thereby increases sales,
- contributes to overall brand awareness,
- ensures long-term customer loyalty,
- helps the brand scale.
Marketing – More Tactics
Marketing tends to be more specific. About a specific product, for a specific audience, in a specific period of time with a focus on accuracy in the message.
Marketing is defined as the set of tools, processes, and strategies that you use to actively promote your product, service, and company. Think of marketing as the actions you take to connect with your customers and get them to buy your products or services.
When brand management and marketing work harmoniously, in a team, the business gets an additional advantage from this.
While marketing is used to promote your product or service, brand management is used to actively shape your brand and who you are. You need strategies for both, with different goals and expected results.
Sometimes brands are tempted to abandon the lengthy and costly brand strategy process and instead try to force the marketing campaign to serve a dual function as a brand platform. This is dangerous!
Typically, marketing campaigns are calculated for no more than a year. They are based on ideas that are relevant to the brand at a certain time and for certain reasons, but which can change relatively quickly. They need to be changed often enough, new hypotheses to be tested, and to react to trends. When a marketing campaign reaches the level of brand management, it can lead to problems. The marketing campaign, which everyone initially loves, gradually begins to bore everyone, since the ideas that were at its basis cease to be relevant. And a brand is something that develops over time, and in such a situation it can be badly damaged.
Without the support of brand management, you can create marketing strategies that work well for a specific area of your business, but their conversions will be lower if consumers are not associated with you as a brand.